estonian electromobility program overview october 2012

ELMO Electromobility program for Estonia

Overview

Jarmo TuiskHead of the program

BACKGROUNDAbout Estonia, the innovation backgroud, passanger cars etc.

ESTONIA

Estonia

1,3M inhabitants, largest city. Tallinn 0,4M inhabitantsGDP per capita $19,375 (PPP), GDP total $25,7B

Member of EU2004

Member of NATO2004

Member of OECD2010

Member of EURO2011

Estonian way to smart society

1992

1997

1998-

2000

2001

2003

2005

2007

2009

2011

Re-independence

Program

“Tiger leap” :

heavy investment

to ICT infrastructure

PCs to every school

E-goverment

Digital signature

Act etc. ID-card

M-Parking

Electronic voting

X-Road: XML-based

backbone for government

apps and databases

Estonian-

Finnish grids

connected

Energy Technology

program

Electromobility

agenda introduced

in MoEaC

Electromobility

Program

European

IT agency

NATO Cyber

Defence

Centre

ELMOThe future of electromobility is here in Estonia

Advanced charging infrastructure

EV Grants

Demo & Awareness

raisingCar sharing

Competence centers

CHARGING INFRASTRUCTUREUnique large scale EV infrastructure project in Europe

More than 160 quick chargers

Detailed map: www.elmo.ee

Good to know: In April 2012 there was 229 CHAdeMO chargers in Europe.

60 QCs installed by 25th OctWith rate 35QCs per month

Building permits

Installation

Project scope

Q2 2011

Q3 2011

Q4 2011

Q1 2012

Q2 2012

Q3 2012

Q4 2012

Q1 2013

Procurement

Locations map

Guidelines

Planning, design, projects

Locations, connections

Chargers

Service and IT

Tech. Spec.

Negotations

Application for connections

Agreements

Elect. projects

Winner: ABB

Building of QCs

Winner: G4S, Now Training

Development

Launch

Private operator, selected by KredEx for 5 years

Owned by KredEx

Operating modelA

sset

sS

ervi

ces

Quick chargers

Network management

system

Locations for chargers

High power grid

connections

Intellectual property

Charger control and

maintenance

Business services

Customer support

Security services

Asset management

KredEx selected private operator to run the charging network for 5 years.Operator will receive a service fee for the operation. No profit from energy sales during initial 5 years.

Business structure

KredEx

ABB Estonia

ABB Netherlands

(quick chargers)

G4S(CRM

services)

Now! (IT

platform)

Owner and manager

Main outsourcing partner

Partners

DC/AC fast charger

• CHAdeMO• Optional AC 22kW• Manufacturer: ABB• Authentication:

– RFID– SMS, voice– Mobile app

Software platform• Mobile app by

Now!• Galaxy charger

control and management by ABB

• Customer support by G4S

Self-service customer portal

CRM+businesslogic solution

ServiceService provider• 24/7 customer support• Sales and billing• Customer relations

management

Customer offers (indicative)• Business customers

– Monthly fee (24,9EUR)– Pay per charge (1,9EUR)

• Private customers– Monthly fee (14,9EUR)– Pay per charge (2,59EUR)

• Unlimited– Monthly fee (44,90EUR)– Includes 250kWh per month– After that 1,9EUR/charge

EV GRANTSHow to bring the EVs to the market?

Electric vehicle grants

-50% from upfront price for full-EV

Max 18 000 EUR per car, + 1000EUR for home charger

Plugin-hybrid grants• Since November

2012• From 7%-30%

grant from upfront price

• Depends on battery capacity

4-8kWh 8-12kWh 12-16kWh

16-…kWh

0%

5%

10%

15%

20%

25%

30%

35%

PrivateCommercial

Grant rates for PHEVs

Applications

1.08.2011

1.09.2011

1.10.2011

1.11.2011

1.12.2011

1.01.2012

1.02.2012

1.03.2012

1.04.2012

1.05.2012

1.06.2012

1.07.2012

1.08.2012

1.09.20120

5

10

15

20

25

30

35

Applications Väljamakstud ja menetluses

Applications (mid-oct)

General statisticsTotal applications 94

– Approved 76– Rejected 2– Withdrawn 16

Car modelsCitroen C-Zero 2Micro-vett (Fiat Fiorino EV) 19Mitsubishi iMiev 8Nissan Leaf 42Peugeot iOn 4

DEMONSTRATION AND AWARENESS RAISING

How to disseminate EV-related information to wider audience

Demonstration fleet

507 xFOR SOCIAL WORKERS AROUND ESTONIA

507 iMievs to social workers

• Estonian government bought 507 Mitsubishi iMievs • The purchase is financed by sellinc AAU (carbon credits) to

Mitsubishi Corporation• The cars will remain in the ownership of the Ministry of

Social Affairs of Estonia, but they are handed over to local municipalities all around Estonia

• The cars are distributed for free • Social workers: public administrators responsible for

providing public social services• The cars will be equipped with GPS/GPRS enabled data

loggers for future R&D of usage of electric cars

Mitsubishi iMievs in action

Photos: Bianca Mikovitš, Maaleht

Marketing plan 2012

• ELMO brand and visual identity• Outdoor• TV commercials• Social media• Online advertising• EV tour

Outdoor advertising

Facebook

facebook.com/Elektriautod

EV tour

• 4 cities: Tallinn, Tartu, Pärnu, Rakvere• Daily events and demodrives with the EVs

TV

CAR SHARINGDrive the EV without owning one

Strategy

Goals• Increase the usage of the

EVs• Help to overcome the main

market barriers: – uncertainty towards the EV

technology– price of the car– Residual value of the car

Scope• Limited pilot car sharing

programme• ca 30 EVs in Tallinn and

Tartu• 48 months with option to

prolong it for 24 months• Full car sharing model

The starting point

Strengths• ELMO program has wide

audience (brand awareness)• The synergy with the quick

charging infrastructure• Experience with the set up

of the quick charging infrastructure

Weaknesses• Car sharing is a new service

concept for Estonians• The range of the EV is

limited – customers are not familiar with that

Cars

Mitsubishi iMiev Nissan Leaf

Car models were selected through public procurement process. On of the criteria were CHAdeMO quick charging compatibility. The procurement process is still underway.

Rental modelHotspots: DC quick chargers + parking areas

Self-service

Cardless system everything over the mobile phone

Pick-up & Drop-off in hotspots

Rental sessions added to your monthly bill

Charging is free

Ca 6-8EUR per hour

Business structure

KredEx

Service owner

Assets’ owner

Financer

Marketing

Service management

partner

CRM

Billing

Customer support

Business logic IT solution

Fleet manager

Car servicing

Telematics solution

Service management partner and fleet manager will be selected through public procurement process during November 2012

Implementation

June

2011

July

2011

August 201

1

Septemb

er 201

2

Octobe

r 201

2

Novemb

er 201

2

Decemb

er 201

2

January 201

3

February 201

3

March 2013

April

2013

Q1 2013

Fleet manager spec

General plan

Planning, design

Service development

Cars

Specifi-cation

Service design

Car design

Procurement

Contract

Delivery

Service manager

spec

Procurements

IT-developement Pilot

Hotspots

Insurance Marketing

Launch

DEMOCENTERS AND R&D ACTIVITIES

Build the future for the EVs

Democenters - what they are?

• 2 centers to promote EV technology and ELMO program

• Real-life EV simulator• Chargers• Technology displays• Background information

Preview

R&D activities• R&D partner: Tallinn University of Technology

(TUT)• R&D activities in E-mobility field

– Data mining from iMiev demofleet (GPS-data, CAN-data) and predictive analytics (together with Mitsubishi Motors Corporation)

– Analysis of emerging business models around EVs, EV chargers, revenue management and smart grids.

– Car and driver interaction –monitoring of driver’s health parameters and sudden changes in driver’s health conditions (based on different organs e.g. heart and lungs) and driving capabilities using impedance technology. Monitoring driver’s fatigue using visual registration of driver’s face;

– Monitoring of the “health” of electric batteries –online monitoring of the recharging capabilities of the batteries. Battery lifecycle monitoring. Life expectancy estimation of the battery; Mr. Ryuichi Hasuo from Mitsubishi Motors

Corporation in TUT

IMPACTSHow have ELMO impacted Estonian market?

The EV country

Japan USA

Norway

China

German

y

France

Estonia

Austria

Spain

Denmark

Netherl

ands

Swed

en Italy

000%

000%

000%

Japan USA

Norway

China

German

y

France

Estonia

Austria

Spain

Denmark

Netherl

ands

Swed

en Italy

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

Total number of EV’s

Penetration of EV’s

Unique in world• High concentration of EV’s and QCs• Large demofleet• Unique datasets (EV usage, QC impacts)• High EV awareness• Innovative country with strong IT infrastructure• Unique test-ground for innovative solutions (brand

neutral)• High ranking in ease-of-doing business• Transparent and pro-active government

THANK YOU!JARMO.TUISK@KREDEX.EE

Questions and answers

www.estonia.eu